On Friday, January 29^th, 360quan.com hosted their 90后潮流先锋榜 (post-90’s generation pioneering trends list) awards ceremony in Beijing. Actor Li Chen emceed the event featuring stars such as Jade Liu Li Yang and Yico Zeng, who came to receive their award and perform for the cheering crowd of Chinese teenage fans from all over China.

These same cheering teenagers and their peers voted on actresses, actors, artists, bands, brands, musicians, and works of art of various types for their influence and pioneering abilities in their respective industries. In collaboration with Mogo, 1626.com and YOHO!, 360quan.com invited their post-90’s generation members to vote within two categories, one for most ‘pioneering spirit’ and the other for ‘must have’ product or brand.

eno won the award for ‘must have independent brand.’ Among the list of ‘must have’ were: HP (notebook), Samsung (mobile phone), ONLY (women’s apparel), Adidas (sports apparel), New Fei Fei 新飞飞 (Netease’s 3-D online game), YOHO! (e-commerce site), Twice (jewelry accessories) and Mito Xiu Xi 美图秀秀 (image processing software).

Here’s who they voted for pioneering spirit: Jade Liu Li Yang 刘力扬 (singer), Xiao Song Jia 小宋佳 (actress), Lucky Monkey 跳猴乐队(fusion punk band), Shi Yan Fei 施艳飞 (up & coming actress), Chang Si Si 常思思 (up & coming folk singer), Zhang Xiao He 张小盒 (online character), Chen Chen 陈晨 (written work). And here’s who they voted for the pioneering spirits of the post-90’s generation (meaning they were actually born in the 1990’s): Yico Zeng 曾轶可 (singer), Li Chen 李晨(TV host), 杨紫 Yang Zi (pop star), BY2 (Singaporean music duo), Caffiene (band), Ai Shui Shui 艾水水 (TV & Film work).

360quan.com is China’s fastest growing social media network for post-90’s generation youth. With close to 25 million registered users, 360quan.com is devoted to providing an online home for people with similar interests, online clans, and super-connectors. The platform provides all the basics of an SNS, including personal space, blogs, music, videos, photo albums, games and other multimedia services and content. Their users have a distinct urban youth culture; they are the hip-hop artists, the make-up stylists, the snowboarders and the parkour clubs that  are leading China’s youth revolution.

Once again thank you 360quan.com and special thanks to our post-90’s generation fans!

]]> http://enovatechina.com/blog/post-90%e2%80%99s-chinese-youth-vote-eno-as-a-%e2%80%98must-have%e2%80%99-brand/feed/ 1 http://enovatechina.com/blog/why-the-spending-power-of-chinese-youth-cant-solely-be-measured-by-taobao/ http://enovatechina.com/blog/why-the-spending-power-of-chinese-youth-cant-solely-be-measured-by-taobao/#comments Thu, 27 Aug 2009 00:49:34 +0000 Simon http://enovatechina.com/blog/?p=764 This week we’ve been looking at online shopping, and so far much of our attention has been around mammoth Chinese ebay alternative, taobao. However, not all online retail sites which appeal to Chinese youth are based on taobao, neither are they a simple means of procuring a bargain item.

For a while now, streetwear fashion, in particular expensive Japanese brands, have had a strong following amongst young Chinese boys (enoVate newsletter subscribers will have seen evidence of this in our street shots segment). Whether real of fake, high end street style brands such as visvim, clot, neighbourhood are all seen as items of exclusivity and can often be seen being worn by Hong Kong, Taiwanese and mainland trendsetters and celebrities alike.

www.dunk.com.cn is a Beijing based online streetwear retailer. While they are official stockists of certain brands such as nike and adidas, they also resell more exclusive brands, hard to find limited edition sneakers and apparel. Shops such as these give young Chinese men the opportunity to get their hands on goods normally limited to a handful of select stores around the globe.

Original retail values are steep, add to this the re-seller fee and prices can be astronomical. Particularly popular are collaboration pieces such as the clot x visvim christo sandals. Eagle eyed trend watchers will certainly have noticed these bulky and technical looking sandals in all of Shanghai’s and Beijings most popular shopping areas.  The website offers the cheapest pair for a measly 5999RMB, while the most expensive (already sold out) costs a stomach-turning 11800RMB.

Online shopping isn’t only about snapping up bargains or cheap ways to buy common goods. To emulate the styles of idols such as Edison Chen or Li Chen, young boys are willing to part with thousands of RMB. These items may be limited to the purchasing power of a select few but it shows the realm of possibility for luxury brands and the upper limits of the spending power amongst the Chinese youth.